Pay-Per-Click (PPC), explained properly.
What is pay-per-click (PPC)?
Pay-per-click is an online advertising model where you pay a fee each time one of your ads is clicked. Rather than paying for impressions, you pay only when someone actively clicks and visits your site. The most prominent example is Google Ads. Think of PPC as renting visibility: you pay each time someone clicks, so your spend is tied directly to traffic, not just exposure.
How PPC works
1. You create an ad and define the keywords, audience and geographic area you want to target. 2. When a relevant search is made, your ad enters the ad auction. 3. If your ad wins the auction, it appears in the results. 4. If the user clicks, you pay your cost per click. You bid against other advertisers wanting to reach the same audience. The platform decides which ads show based on bid amount, ad quality and user context. Impressions are free; you pay only on a click. Cost per click varies dramatically by industry, from a few pence in low-competition areas to over 50 pounds in legal or insurance. Our PPC management handles everything from campaign structure to ongoing optimisation and reporting.
The main PPC channels
- **Google Ads (Search):** text ads triggered by keywords. Highest commercial intent. - **Google Ads (Display, YouTube, Performance Max):** visual and multi-channel ads. - **Microsoft Ads:** similar to Google but on Bing and Microsoft properties. - **Meta Ads (Facebook, Instagram):** audience-driven rather than keyword-driven. - **LinkedIn Ads:** B2B targeting based on professional attributes.
PPC vs organic search
- **PPC (paid):** instant visibility, cost per click, stops when your budget stops, full control over messaging and targeting. - **SEO (organic):** takes time to build, no cost per click, continues after investment stops, less control over exactly which queries you appear for. PPC delivers traffic the day a campaign launches, while SEO takes months to compound. PPC keeps costing for every click, while SEO traffic stays free. Most serious businesses run both: PPC for fast control of demand, SEO for long-term cost-efficient traffic. Treating them as alternatives misses the strategic point.
Pay-Per-Click (PPC): common questions.
Is PPC worth it for small businesses?
Most small businesses with a clear sales process benefit from PPC. The risk is wasting budget through poor structure or weak conversion tracking; the upside is reaching customers at the moment they are searching. Done well, PPC pays back; done badly, it is an easy way to burn money.
How much does PPC cost?
It depends entirely on industry and goals. Local services often see CPCs of 1 to 10 pounds. B2B and legal can run from 20 to over 100 pounds. Realistic monthly minimums are around 500 to 1,000 pounds for local services and 2,000 pounds or more for competitive B2B and ecommerce. Below those thresholds, conversion volume is usually too low for Smart Bidding to optimise.
How long until PPC produces results?
Clicks appear on day one and conversions typically within days to weeks. Profitable, scaled performance usually takes two to three months, once the account is structured well, conversion tracking is solid and Smart Bidding has had time to learn.
How is PPC different from SEO?
PPC is paid traffic with full control and immediate results, but ongoing costs. SEO is free traffic with less direct control and slower results, but compounding returns over time. Most businesses serious about search use both.
What clients say about working with us.
“I've had the pleasure of working with Chris on several SEO projects for my websites in the health field. He was definitely been able to demystify things so that I felt able to make decisions with him and feel confident they were the right ones. For a non-techie, that is worth gold! I look forward to working with Chris again and warmly recommend him to anyone who - like me - is unsure about all things SEO.”
“I was recommended by my branding partner to use Chris and his team last year. I can’t recommend them highly enough. They are very responsive , easy to communicate with and great at translating techy stuff when needed. They are now an essential part of my business model”
“We've been working closely with Chris, Hannah and the team for over 12 months now. As a small company with ambitious growth plans, it was incredibly important that we made the right choice on who to trust with our SEO. 18 months later, we're totally thrilled with our experience so far and our growing online presence within our market. We'd happily recommend BTT and their services to other SMEs. Drop them an enquiry!”
Real people on your account, not a faceless agency.
You work directly with the senior people who do the work, a small Bristol team you will actually get to know, not a call centre or an account manager relaying messages.
Meet the team →
